The “Millennials Are Not Interested In Life Insurance?!” project took place over four weeks at the Cookhouse Lab, Toronto. This blog details the final two weeks of the project.

At the beginning of Week 3, the team ran a second workshop to test their problem statement, and help prioritize the needs of their customers. Millennial workshop participants stated that they did not like the idea of protecting their current lifestyle, as they expected their life to be constantly changing over the next several years. They also rejected the idea of wanting “immediate” value, instead preferring value generally. Based on this feedback, a third problem statement was developed, and subsequently validated in a workshop during Week 4: